Let’s talk ABM

Heather Adkins is a data-driven ABM leader, currently overseeing Marketing, Growth, and Strategy at KPMG US. She oversees one of the largest ABM teams globally, aligning industry and account insights to deepen client relationships. Her expertise spans go-to-market planning, integrated campaigns, and customer-centric transformation across diverse industries. Watch this episode and learn:How KPMG has built one of the largest ABM teams in the worldThe role of account planning in scaling ABM personalization and uncovering cross-account insightsWhy relationship depth and shared values are core KPIs in KPMG’s ABM strategyHow Heather’s team uses AI-powered “Insights to Action Packs” to deliver relevance at scale across tiers

A seasoned global marketing leader with more than two decades of experience at IBM, Cheryl Caudill is passionate about client-centric marketing and ABM. She leads the Global Center of Excellence for ABM and Demand Marketing, orchestrating strategies that blend data, insights, and AI to improve client relationships and drive revenue growth. Watch this episode and learn:The structure and role of IBM’s ABM Center of ExcellenceHow the ABM CoE coordinates two-way communication with regional ABM teamsHow ABM plays a role in shifting enterprise brand perceptionWhy success in ABM starts with patience, sales buy-in, and long-term relevance

A veteran B2B marketing leader, Eric has spent over two decades shaping Account-based Marketing strategies at some of the world’s most respected enterprise brands, including SAP and Amazon Web Services. With deep expertise in One-to-one and One-to-many ABM, Eric has built scalable, revenue-driven programs that align Sales and Marketing, influence complex buying groups, and deliver long-term impact. From designing global ABM playbooks to leading customer-centric campaigns, Eric brings a pragmatic, sales-savvy approach to modern marketing.Watch this episode and learn:How ABM strategies differed at SAP vs. AWSWhy scaling ABM requires a roadmap, not just more resourcesHow customer lifetime value (LTV) is reshaping ABM strategiesWhy ABM success depends on trust, internal alignment, and customer centricity

A seasoned Marketing leader with a decade of experience in Tech and SaaS, Evett Baranov specializes in Account-based Marketing (ABM) with expertise in Field Marketing, digital strategy, and Partner Marketing. Having led programs across APAC and EMEA, she brings a global perspective to driving targeted engagement and revenue impact. Now based in Sydney, she focuses on data-driven ABM strategies that align Sales and Marketing for business success.Watch this episode and learn:How Workday’s ABX model complements demand gen without overlapThe FIRE score framework for smarter account selectionWhy ABM success starts with targeting the right accountsHow to measure ABM impact beyond MQLs and pipeline

Brittney Hamer is a seasoned ABM leader specializing in targeted strategies that drive client engagement and business growth. In her most recent role as Director of Campaign & Digital Marketing at Gainwell Technologies, she spearheaded ABM programs that fostered collaboration, innovation, and revenue impact. Watch this episode and learn:How to navigate complex buying cycles in the public sectorWhy deep account relationships drive ABM successHow intent data helps influence RFP decisionsWhy experimenting with new channels boosts impact

Anna is a self-proclaimed ABM nerd with a passion for designing and executing complex, multichannel ABM programs. As the leader of the ABM department at Influ2, Anna has driven exceptional results, including a 123% increase in ABM-influenced revenue in 2023.Her ABM journey began at Shelf, where she worked with a talented team to achieve 4x ARR growth through a carefully crafted account-based go-to-market approach.Watch this episode and learn:How to implement ABM in a channel-first business modelWhy customer expansion is at the heart of ABM successThe power of creativity and personalization in ABM campaignsHow to align Sales and Marketing to overcome ABM challenges

Fabiana Brunetti is a dynamic marketing leader with nearly two decades of experience spanning ABM, Field Marketing, Digital Marketing, and Demand Generation. As Director of Global ABM Worldwide Strategies at Pure Storage, she drives data-driven strategies to align Sales and Marketing, foster collaboration, and scale personalization. Known for her innovative approach, Fabiana has created a world-class ABM program at Pure Storage with impressive results.   Watch this episode and learn: Why Field Marketing is a great foundation for ABM How to apply data to account selection and prioritization How to Scaling personalization with AI The power of collaboration in ABM success

Katarzyna brings a unique blend of strategic vision, creativity, and precision to the world of ABM. As a Senior Global ABM Manager, she excels at turning data into actionable insights, navigating complex B2B landscapes, and transforming challenges into opportunities. Her passion lies in building meaningful connections, driving impactful results, and leading teams to success. For Katarzyna, ABM isn’t just a strategy - it’s a craft that combines personalization, analysis, and the constant pursuit of growth and innovation. Watch this episode and learn: How to implement ABM in a channel-first business model Why customer expansion is at the heart of ABM success The power of creativity and personalization in ABM campaigns How to align Sales and Marketing to overcome ABM challenges

Nora operates at the heart of ABM - in the intersection between research and advising Forrester customers on ABM best practices and strategy. Before joining Forrester, Nora worked as a B2B Marketer, leading both demand generation and ABM initiatives. Her combined experience as both a practitioner and an analyst provides her with a unique perspective on the evolving landscape of B2B marketing and ABM. Watch this episode and learn: The current state of ABM How to achieve meaningful personalization  What the future holds for ABM Why LTV should be your ABM North Star

Sophia Agustina is a Global Marketing leader with expertise in full-funnel, customer-centric, and ROI-driven marketing strategies. She is a co-creator of the 9 Cs framework - a go-to-market (GTM) strategy focusing on getting closer to the customer to drive customer value and business outcomes. She most recently led the global brand-to-demand-to-ABM strategy at IBM - leading cross-functional teams to deliver high-performing, customer-centric campaigns and experiences. Watch this episode and learn: How IBM does ABM How brand drives demand The power of the 9 Cs framework The importance of personalization in ABM

In this episode of Let's talk ABM, we speak to Lindsay Baggett, who heads up Account-based Marketing at Tanium. Now 24 months into her role at this leading security and system management company, she’s built a formidable ABM engine. Previously, Lindsay led the Field Marketing and ABM efforts at companies including Couchbase and Gong. Watch this episode and learn about: Why ABM shouldn’t be ‘random acts of marketing’! A focus on progress versus perfection Why defining ABM is so important What makes great Sales and Marketing alignment And much more… !

Interviewed in this episode of Let's talk ABM is Sloan Newman, Manager, ABM Programs – Americas, at NTT DATA. An award-winning ABM leader, Sloan has over 20 years of experience crafting personalized marketing strategies for key accounts, driving revenue growth and customer satisfaction. Sloan sees himself as an ‘embedded reporter’ with NTT DATA’s One-to-one accounts, which really illustrates the importance of a close relationship.  Watch this episode and learn: Why One-to-one and One-to-few is the right mix How to select the right ABM accounts Why Sloan feels like an ‘embedded reporter’ What he thinks makes a great ABMer

In this episode of Let's talk ABM, we speak with Celia Slack, Pursuit Marketing Lead, EMEA at ServiceNow. As a specialist in Account-based Marketing, Celia has global end-to-end experience gained from some of the world's leading Technology, Financial Services, and Consumer brands. She has recently assumed a new responsibility at ServiceNow, as Pursuit Marketing Lead, EMEA, and shares her learnings to date with us.  Watch this episode and learn: What is Pursuit-based Marketing (PBM) How PBM works in tandem with ABM What is behind the successful ABM program at ServiceNow Her take on One-to-many ABM

In this episode of Let's talk ABM, we speak with Marcelo Fernandes, Global Head of Adoption & ABM, Vice-President at SAP, about the power of Customer Lifecycle ABM. Marcelo is a seasoned B2B Marketer with more than 25 years of experience in technology marketing and entrepreneurship. In his current role, he oversees two key strategic initiatives at SAP - Account-based Marketing and Adoption.Here's what they cover: The evolution of ABM at SAP The rollout and impact of a global ABM Framework How SAP chooses accounts for its ABM program Why ABM is key to customer adoption and advocacy

In this episode of Let's talk ABM, we speak with Kathryn Nimmo, ABM Marketing Manager at HP Inc, about building awareness and credibility with ABM. Kathryn is an accomplished Marketing and Sales professional with extensive experience executing and delivering marketing and sales campaigns across multiple industries.Here's what they cover: How ABM is used for perception and brand awareness How Subject Matter Experts are your secret weapon Why Sales experience is pivotal to ABM Why storytelling unlocks ABM accounts

In this episode of Let’s talk ABM, Declan speaks with Rhiannon Blackwell, ABM Leader, Global Marketing Organization at PwC. Over the course of the last 18 months, Rhiannon has built up the team and capability from scratch. With a team now of 20+ ABM professionals she is scaling the program to drive growth in PwC's top-tier accounts.  Here’s what they cover: What it takes to stand up an ABM program from scratch How to achieve Sales and Marketing alignment Why personalization is key for ABM success How to measure ABM success

In this episode of Let's talk ABM, Declan chats to Katrine Rasmussen. Katrine leads a passionate Marketing team at Pixelz, that is making waves and shining a light on the importance of photo retouching. Prior to joining Pixelz she worked in and led marketing growth teams in the Fintech and accounting sectors. Here's what they cover: Why it pays to go after ‘Big Whales’ What is Experience Marketing The power of investing in customer relationships What ABM is and isn’t

In this episode of Let's talk ABM, Declan chats to Avishek Chakrobarty. Avishek’s professional career in Sales and B2B Marketing has led him to his current role as Head of the ABM Center of Excellence at Kyndryl. He’s on a mission to enable Kyndryl’s Field Marketing teams to grow priority accounts. Here's what they cover: What is an ABM Center of Excellence How ABM acts as a bridge What is Social and Customer Emminence How to do account scoring

In this episode of Let's talk ABM, Declan chats to Trinity Nguyen, VP of Marketing at UserGems. Trinity is a seasoned SaaS Marketer and a passionate technology advocate. Her experience spans developing and executing go-to-market strategies, Product Marketing, Demand Generation, Account-based programs, and Sales enablement. Here's what they cover: - What Champion Tracking is - Why multi-threading is key to account success - Trinity’s rationale for SDR reporting to Marketing - How to make the intangible tangible

In this episode of Let's talk ABM, Declan chats to Andrew Watkins, Top Account Field Marketing Lead at IBM. Andrew’s experience marries Marketing and the Creative Arts. His 13+ years at IBM have seen him work in Sales Enablement, Brand, Advertising, and now Account-based Marketing. It is this diverse background and experience that Andrew is able to apply to his ABM thinking and successful programs. Here's what they cover: - How IBM has pioneered the use of AI - Why ‘WOW’ moments are so important - How diversity breeds ABM success - Why a ‘fail fast, learn fast’ mentality empowers ABM